A survey conducted by Euromonitor International found the Brazilian male beauty market grew by 7.1% in 2015. The market is expected to achieve the same annual growth until 2019, putting Brazil at the top of the global market. A decisive factor in the growth of the male demand was the rise of the hipster culture and of the "lumbersexual" style, or the famous "lumberjack" look.

According to the Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry (ABIHPEC,), sales of men’s cosmetic products, including shaving products, increased by 2.4% in 2015 in Brazil. Currently, male products represent more than 10% of total HPPC consumption in Brazil, totalling US $ 43 billion.

An example of this new wave is the Barber Shop Mr Franco, which was inaugurated on 4 May 2017 in Moema and is located inside a beauty complex called "Espaço Le Cinq" which also features a beauty salon, an aesthetic clinic, a plastic surgeon, and meeting a point for business meetings.

"With the growth of the male beauty market we have identified the opportunity to create a space that would address the needs of the modern man in terms of sophistication and exclusivity. The Barber Shop Mr Franco has a discreet atmosphere, with an unusual and at the same time elegant decoration, within a multiservice area related to health, beauty and well-being", explained Diogo Martins, a member of the Barber Shop Mr Franco, which will be inaugurated in Moema - São Paulo.

Luxe Pack, the business to business tradeshow dedicated to luxury packaging, will return to the West Coast for its second Los Angeles edition on February 27-28, 2019.
As per last year, the event will be co-hosted with MakeUp in Los Angeles, B2B show for beauty and skin care accessories, trends, and formulation. Luxe Pack Los (...)

It is definitely a huge wave. To be desirable, a product should be green, clean, and cool – and preferably the Indie and DNVB [1] way. Green, because naturalness has become “a basic”. Clean, because products are required to be free from any polluting or suspicious substance. Cool, because they should offer the “special Millennial” (...)